Sustainable brand awareness at three locations: How RE/MAX is getting noticed
How can you make the most of Out of Home advertising to market real estate in a targeted way?
The leading real estate agency in Switzerland has opted for advertising spaces from APG|SGA at three locations in Ticino – Ascona, Minusio and Lugano. In this interview, RE/MAX shares its experiences and provides exciting insights into the development and impact of the campaigns.
Ascona: a permanent presence for sustainable customer approach
Why is Out of Home advertising particularly important for your industry?
RE/MAX: Visibility is crucial in real estate. The advertising space in Ascona allows us to maintain a constant presence and anchor our offering in people's minds in the long term. This permanent presence enables us to reach a broad target group and build trust, which ultimately influences the decisions of potential customers.
What advantages does this permanent presence bring you?
RE/MAX: Long-term visibility enables us to build strong brand loyalty. Many customers report that they already knew us before they were actively looking for property.
This continuous visibility ensures that we are present at the right moment and build trust, which significantly lowers the threshold for making contact. This makes us the first choice when it comes to real estate decisions.
Minusio: Mobile reach through bus advertising
Mr. Iannuzzi, why did you choose bus advertising?
Enzo Iannuzzi: Over the years, I have worked hard building a strong local presence, and I felt it was time to take another step forward. Bus advertising was a tool for me to increase visibility and recognition in the region, but also a concrete confirmation of the path I had chosen, combined with my good reputation in the industry and the trust I had gained over time.
Did you receive any direct feedback on the campaign?
Enzo Iannuzzi: Yes, I was recognized immediately! At first, friends and acquaintances sent me photos of the poster in the bus, but soon new customers started pointing it out to me too. The advertising which fitted in with my ongoing self-promotion, proved to be a highly effective tool: it broke down the initial barriers and made the first contact with those who did not know me yet easier and more natural.
Lugano: «RE/MAX opens doors for you»
«RE/MAX opens doors for you» – what is behind this slogan in the unusual setting of an underground car park?
RE/MAX: The proximity of our posters to the barriers is no coincidence – it deliberately reinforces the symbolism of our motto. Every time a barrier opens, a connection is made to our core message: «RE/MAX opens the doors to your new home». The moment of the barrier opening is a visual impulse that perfectly fits with our brand – just as we open up new opportunities for our customers in the real estate market.
What a great idea! What role do creative ideas like this play in advertising for RE/MAX?
RE/MAX: Creative ideas are a key element of our brand communication. In a competitive market like the real estate sector, it is crucial to stand out from the competition not only in terms of content, but also visually and emotionally. Placing posters at the barriers is a good example of how we use a simple but effective concept to attract attention and anchor our message at the same time. Staging like this creates experiences that stick in the memory – and this is the ultimate key to successful advertising.
